Client
People's Association
Campaign
Chingay 2023: Embrace Tomorrow
Roles Performed
Content Strategist, Content Creator, Social Media Manager
Photo courtesy of Chingay Parade SG
Known as Singapore’s largest annual street performance and float parade, Chingay celebrates the nation’s cultural diversity, community involvement, and artistic talent.
People's Association wants to increase youths' awareness of Chingay 2023, as it moves into a new era after its 50th procession last year. The organisation wishes to build up Singaporeans excitement towards the event and buy tickets for the physical show, happening for the first time in person after the pandemic.
49.3K
Total engagement across TikTok & Instagram
2.5K
Increment in followers on TikTok
7.1%
Average engagement rate on TikTok
Not many youths are aware of the annual Chingay parade. Hence, we started various series to help our audience learn more about the event! Did you know Kermit the frog was once part of Chingay?
We focused to the community behind Chingay 2023 who may often times be unseen, behind the scenes. We interviewed them through a round of rapid-fire questions, allowing audiences to see another side to these performers and volunteers.
People of Chingay
Follow our volunteers and performers to a day in their lives as they prepare for Chingay 2023!
Get Schooled with Chingay
We bring Chingay to your schools! Find out more about youths' take on Chingay.
Road to Chingay
Learn more about Chingay history with our friendly host, Baani, as she walks you down the memory lane.
Chingay Fact or Cap
Youths take part in a rapid-fire quiz, putting their knowledge of Chingay to the test!
Leading up to Chingay 2023, the team focused encouraging audiences to buy their very own tickets to the show. By creating FOMO amongst the youths and their friends, tickets were sold out on both nights of the event.
